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Message strategies in Korean cosmetic surgery websites

Author: 
Kim, Gawon
Committee Members: 
Dr. Ron Taylor
Date: 
May 2016

Abstract: 


The purpose of this study was to investigate message strategies used in South Korean cosmetic surgery websites. The paper uses Taylor’s six-segment message strategy model to analyze the Korean sample websites. The outcome of the content analysis revealed that Informational and Transformational strategies were both equivalently used. Ration and ego strategies were the most frequently practiced within the Informational and Transformational divisions.